When should a firm use billboard advertising? A conceptual look at differing levels of recall
by Scott Wysong, Sri Beldona
J. for International Business and Entrepreneurship Development (JIBED), Vol. 2, No. 2, 2004

Abstract: Billboards are often used because the cost to reach consumers is relatively cheaper than other forms of media. However, just because a billboard ad reaches a consumer does not mean a consumer pays attention to the ad or even processes it. Therefore, in this paper, two constructs are proposed to help managers evaluate the type of product or service they sell and if billboards would be the most effective way of reaching the target audience. A model and matrix outlining the hypothesised differences in billboard advertising are presented.

Online publication date: Tue, 27-Sep-2005

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